Chapter 5: Rosa Irene

Chapter 5: Rosa Irene

1. Primary Data

   • Qualitative Research:
     • Provides insights and understanding of the problem setting.
       • Rationale for this use: When using this, is not desirable to use fully structured or formal methods to obtain information from respondents. People may not answer.
       • Classification:
         • Direct: Non Disguised
           • Focus Groups interviews.
             • Is an interview conducted by a moderator in a non structured small group.The moderator leads the discussion. The main purpose of focus groups is to gain insights by listening to a group Focus groups are the most important qualitative research procedure.
             • Characteristics
               • Includes 8 to 12 members. Fewer than 8 are unlikely to generate the necessary for a successful session. More than 12 may be too crowded and may not be natural discussion. Should be homogeneous in terms of demographic and socioeconomic characteristics. People who already participated in focus groups are not be included.
             • Conducting Focus Groups:
               • Determine the objectives and define the problem, Specify the qualitative research, State the objectives/questions, Write a questionnaire, develop a moderator's outline, Conduct the focus group, Review tapes and analyze, summarize the findings.
             • Other variations:
               • Two-way focus, Dual-moderator, Dueling-moderator, Respondent-moderator, Mini-groups, Telesession groups, Electronic group interviewing (EGI).
             • Advantages:
               • 1. Synergism. 2.Snowbaling. 3. Stimulation. 4. Security. 5. Spontaneity. 6. Serendipity. 7. Specialization. 8. Scientific scrutiny. 9. Structure. 10. Speed.
                 • Disadvantages:
                   • 1. Misuse. 2.Misjudge. 3. Moderation. 4. Messy. 5 Misrepresentation.
             • Focus groups can be used to address substantive issues such as:
               • Understanding consumers perceptions, obtaining impressions of new products, generating new ideas, developing creative concepts, securing price impressions, obtaining preliminary consumer reaction.
             • Online Focus Group Interviews:
               • Online focus group participation is by invitation only, an advantage is that people from all over the country or even the world can participate. But at the same time a disadvantage is that body language, facial expressions, and tone of voice cannot be obtained.
           • Depth Interviews.
             • Characteristics:
               • Are an unstructured and direct way of obtaining information. Conducted on a one-on-one basis. A single respondent is probed by a highly skilled interviewer to uncover beliefs and feelings on a topic. Take from 30 minutes to more than one hour.
                 • Exist 3 techniques:
                   • Laddering: This technique allows the researcher to tap into the consumer’s network of meanings. Laddering provides a way to probe into consumers’ deep underlying psychological and emotional reasons that affect their purchasing decisions.
                     • Hidden issue questioning: A type of depth interview that attempts to locate personal sore spots related to deeply felt personal concerns.
                       • Symbolic analysis. A technique for conducting depth interviews in which the symbolic meaning of objects is analyzed by comparing them with their opposites.
             • Advantages: Attribute the responses directly to the respondent. The results are in free exchange of information that may not be possible in focus groups because there is no social pressure to conform to group response.
               • Disadvantages: Skilled interviewers capable of conducting depth interviews are expensive and difficult to find. The lack of structure makes the results susceptible to the interviewer’s influence The data obtained are difficult to analyze and interpret.
             • Applications
               • 1. Detailed probing of the respondent 2. Discussion of sensitive topics 3. Situations wherel norms exist and the respondent may be easily swayed. 4. Detailed understanding of complicated behavior 5. Interviews with professionals 6. Interviews with competitors 7. Situations where the product consumption experience is sensory in nature,.
         • Indirect: Disguised.
           • Research that takes an indirect approach disguises the true purpose of the project.
           • Projective techniques: Association Techniques, Completion Techniques, Construction Techniques, Expressive Techniques.
             • A projective technique is an unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, or feelings regarding the issues of concern.
               • Association Techniques: An individual is presented with a stimulus and asked to respond with the first thing that comes to mind which is called word association. . Word association is the best known of these techniques.
                 • Responses are analyzed by calculating (1) the frequency with which any word is given as a response; (2) the amount of time that elapses before a response is given; (3) the number of respondents who do not respond at all to a test word within a reasonable period of time.
               • Completion techniques: In completion techniques, the respondent is asked to complete an incomplete stimulus situation. Like: Sentence and Story completition.
                 • Construction and Expressive Techniques.
                   • CONSTRUCT: A projective technique in which the respondent is required to construct a response in the form of a story,
                     • EXPRESSIVE: Projective techniques in which the respondent is presented with a verbal or visual situation and asked to relate the feelings
     • Analysis of Qualitative Data:
       • Qualitative data analysis uses words as the units of analysis and is guided by fewer universal rules and standard procedures. The goal in qualitative research is to decipher, examine, and interpret meaningful patterns or themes that emerge out of the data.
         • Steps:
           • 1. Data reduction 2. Data display. 3. Conclusion drawing and verification. In this step, the researcher considers the meaning of analyzed data .
       • Software packages: Can be used to assist in the analysis of qualitative data. There are six main types: word processors, word retrievers, text-base managers, code-and-retrieve programs, code-based theory builders, and conceptual network builders.
         • These packages may help in the manipulation of relevant text segments, but they cannot determine meaningful categories for coding or define important themes
   • Quantitative Research:
     • Seeks to quantify the data and applies forms of statystical analysis.
       • Descriptive: survey data, observational and other data.
       • Causal: Experimental data